Technically, You MUST Be Correct by Mark Levin

by Mark Levin, CAE, CSP

Executive Vice President, Chain Link Fence Manufacturers Institute 2022 Inductee, American Fence Association Hall of Fame

Technically, You MUST Be Correct

Don’t get excited. I don’t mean that technically, everything you think and say is correct, although we would all like to think that is the truth. No one is, ever “technically,” correct all the time (with the possible exception of my granddaughter, who is perfect).

What I am referring to is the fact that one of the things we often undersell in the fence industry is the technical side of our businesses.

Look, we all know that not every customer or client really cares what gauges are appropriate for a commercial chain link fence, or what percentage of silicone is best for weatherproofing their wooden backyard fence. They are only concerned with the outcomes, not all of the details.

But we have to be concerned with the details. We have to be technically correct, we have to know what products, of what size and strength, can with stand what wind speeds, in what parts of the country, or we can’t give our customers the outcomes they are paying for.

Our ability to be “technically correct” should be part not only of our company brand, it should also be part of our industry brand. We need to be more proactive about telling customers at every level – homeowners, business owners, government agencies, major industrial clients – that the fence industry isn’t just made up of fence professionals, it’s also made up of fence experts.

There is a right way to do everything in this industry, and that right way isn’t done by intuition and experience. It’s done by relying on information, and research, and testing, and science, and the transfer of knowledge, as well as skills.

The fence industry spends millions (billions?) on technical research and development, not only to create new products but also to constantly be improving products that have been used in the industry for many years. We should be telling that story to everyone who influences buying decisions related to fencing and perimeter security. There is a credibility factor – a trust factor – that is related to people and companies who are looked at as technical experts in their field.

It is no accident that “Tech Support” is on the top of every single page of the CLFMI (Chain Link Fence Manufactures Institute) website (www.chainlinkinfo.org). Sure, CLFMI is trying to promote the greater use of chain link products, but they build the case for chain link not on any marketing slogan but on an image of trustworthiness, authority, and standing. By promoting the technical expertise of the chain link industry, they enhance the product’s believability. Indeed, CLFMI website statistics show that Tech Support is the most visited page, and that the technical documents on the site are the most downloaded items.

Workforce training is a big issue in the fence industry. While it is easy for the general public to think that fence installers, or weaving machine operators, or gate fabricators, all have been taught some basic skills, they probably don’t have any idea that there is also a science to our industry, and that these workers need to be technically trained as well as mechanically trained.

Our industry does a good job of selling the positive qualities of the various fencing systems from which customers can choose. We’re really missing out on another sales tool if we don’t also promote the fact that each of those positive qualities is based on very specific tested and proven methods of manufacturing and installation.

Technically, we are correct. Let’s use that fact to more effectively advance the fence industry.

Mark Levin’s granddaughter